Instagram has become one of the biggest and most diverse platforms for brands to present digital visual content. Between Stories, IGTV, and IG Live, the platform has continuously given users new and exciting ways to express themselves.
However, in recent years, presentation-type posts have grown in popularity. What started out as a simple, seamless way to upload more content within a single post has transformed into a format that strategically boosts engagement and helps spread relevant information.
The Numbers Don’t Lie
According to SocialInsider, carousel-type posts are among the most engaged throughout the entire platform. Below are some key insights from the study:
- ~19% of Instagram posts are carousels
- Carousels hold a ~1.92% average engagement rate
- Posts with both images and videos have the highest average engagement of 2.33%
The increased potential for engagements is what makes these kinds of posts very valuable. As more users leave comments, brands develop a clearer scope of their audience and how they can further improve their content.
Content with a Purpose
With greater narrative potential in these carousel posts, there has been a growing trend in utilizing them as a way to tell more relevant stories.
Similar to the structure of a PowerPoint presentation, the opening image raises a compelling message that further builds upon each succeeding image.
These PowerPoint-like posts are enabling creators and influencers in spreading highly informative content to wider audiences.
While posting informative content is not necessarily new to the platform, 2020 saw a boom in these types of posts due to pressing topics like the COVID-19 pandemic, the Black Lives Matter movement, and the US elections.
Instagram became a space many people utilized to learn more about increasingly relevant topics. It became essential to post carousels to help spread valuable information for people looking for it. Brands saw this as an opportunity to be part of the conversation and to connect with their customers.
The Rise of Instagram Reels
Reels are among the newest features of the platform, and it bears many of the same strengths of carousel-type posts. The feature allows users to create 15- to 30-second video clips and style them up with music, filters, and other augmented reality effects. Much like carousels, Reels are highly engaging, diverse in their content, and most importantly, an ideal tool for relevant storytelling.
Building Brands
Carousels and Reels have become major content focal points across Instagram. Brands and creators started using them in strategic ways to further improve their image and visibility.
Carousels are unmatched in their ability to incorporate different styles of content within a single post. The flexibility of both carousels and Reels provides greater opportunities for interactive and engaging storytelling.
From a series of interconnected images and videos to an informative Reel, these presentation-type posts are ideal for engaging people on more narrative-centric content and interactions.
